Friday, March 2, 2012

Vortex Protects Cavities Better with Less Chemicals? Awesome!

Happy March, everyone!

I've just put the finished edits on our newest press release, which talks about the pretty astounding results that we had from the FDA testing that Vortex underwent last year. I'm sending it out on the wire service next week, but you can get an early peek at it below:

For Immediate Release:

St. Louis –March 1, 2012 - If changing color isn’t astounding enough, the new Vortex Color Changing Toothpaste has just been proven to protect young teeth two and a half times better than conventional toothpaste, due to Vortex inventor Dr. Howard Wright’s dedication to minimal chemicals.

Fluoride, a naturally occurring chemical, has been proven to help seal teeth against cavities, and only fluoridated toothpaste may receive a seal of approval from the American Dental Association. But conventional toothpastes have a foaming agent, such as sodium lauryl sulfate, which creates foam bubbles that act like a barrier of balloons, preventing the fluoride from reaching the teeth. To compensate for this, toothpaste manufacturers must have a relatively high fluoride content in their toothpaste—around 1200 parts per million in conventional toothpaste.

However, Vortex Toothpaste inventor Dr. Howard Wright is dedicated to having a minimum amount of chemicals in his toothpaste, and has removed the sodium lauryl sulfate from Vortex. Dr. Wright also decided to lower the amount of fluoride in Vortex to 990 parts per million—the minimum amount by law that a toothpaste can contain and still call itself “fluoridated.”

“Fluoride is a natural chemical--it occurs naturally in seawater. Yet everyone here at Wright Toothpaste is dedicated to minimal chemicals in our products,” says Dr. Wright. “It was important to us to have a minimum amount of fluoride in the toothpaste.” 

But in a recent study by Indiana University, scientists found that Vortex Toothpaste imparted two and a half times more fluoride into the tooth than conventional toothpaste. This result surprised even Vortex Toothpaste inventor Dr. Wright—until he realized it was because Vortex had no foaming agent to block the fluoride.

“I knew that foaming agents from toothpastes cause 90% of canker sores in children—it’s too harsh a chemical for children's mouths,” said Dr. Wright. “But I never imagined that taking out some of the chemicals could make the toothpaste work so much better.”

Vortex Color Changing Toothpaste recently became available in forty-one Walgreens stores and four Dierbergs grocery stores in the St. Louis area. Vortex can also be bought online at,, and Vortex retails for $6.95, and is proudly manufactured in Muskegon, Michigan.

“The key to invention is not being tied down to old ideas. You’ve got to open your mind to new possibilities,” says Vortex inventor Dr. Wright.  “People say that toothpaste has always had a foaming agent—it’s always been foamy. But the moment I stepped back and asked “why?”—the very moment I did things differently, I got some truly amazing results.”

With a commitment to local manufacturing and continued innovation, Wright Toothpaste, Inc. is dedicated to solving poor tooth-brushing habits through their unique Vortex Color Changing Toothpaste.  For more information, visit

Jessica W. Buha,
Marketing Director, Wright Toothpaste


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